手机能否增加消费者忠诚度?

#研究分享#【手机能否增加消费者忠诚度?】1.虽然抢占手机客户端的市场已经进行了几年,但是去年是这个市场激增的一年,70%的公司承认这个渠道将会是连接产品、服务与消费者的关键渠道,而前一年是13%。2.手机客户端能切实增加消费者忠诚度。其次是提供手机特供折扣、优惠价格等。3.假期和事件营销,购物季等有不错效果,还可同时使用短信和电子邮件订阅营销。3.受访的美国手机用户中37%下载了公司积分app,21%对此感兴趣,但也有43%的受访者表示完全没兴趣。4.最重要的不是花费大量时间和精力培养尽可能多的用户忠诚度,而是通过移动客户端重点维持关键客户的忠诚度维持,如追踪他们的行动,提供反馈活动和提供个人定制信息等。

Does Mobile Help Marketers Gain Customer Loyalty?

Loyalty efforts are the most popular mobile campaigns—and the most effective

Despite ongoing chatter about the channel for several years now, mobile marketing usage increased sharply last year. In a November 2014  study, 46% of marketers worldwide reported using some form of mobile marketing, compared with 23% studied in the prior year. Nearly two-thirds of mobile marketers said mobile produced, or would eventually produce, return on investment, and 70% said the channel was a critical enabler of products and services—up 13 percentage points year over year.

 

Customer loyalty pays off—just ask Amazon.com and take a look at the loyalty of holiday gift givers—and marketers were bringing these efforts to mobile. Loyalty efforts were the most popular type of mobile campaigns, used by 37% of respondents. Mobile marketers also took advantage of prime shopping seasons, with 36% using the channel for holiday or event campaigns. The same percentage also sent SMSs that promoted email subscriptions.

Loyalty campaigns paid off, too, ranking No. 1 in mobile marketing effectiveness. With this in mind, Salesforce pointed out that marketers who haven’t launched loyalty programs yet should consider optimizing them for mobile. Consumers love their deals, and mobile-exclusive offers landed in second for effectiveness, along with win-back and conversation via keyword campaigns.

Loyalty-focused apps have emerged as part of the mobile marketing landscape—with examples including Starbucks and 7-Eleven. Oftentimes, these apps track customers’ activity and send them rewards and offers in return. But are consumers tapping into the trend? 451 Research found that 37% of US mobile phone users had used mobile reward program apps to collect or redeem points, and 21% were interested in trying one. While one can’t ignore the fact that 43% of respondents weren’t interested in redeeming points via mobile reward program apps, it’s important to remember that quality often trumps quantity in the case of loyalty—maintaining devoted, big customers should be a key mobile focus.

文章来源:emarketer

文章链接:: http://www.emarketer.com/Article/Mobile-Help-Marketers-Gain-Customer-Loyalty/1011912#sthash.3zcpVHaK.dpuf


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